PS3 fat Safe mode controller (lack of) sync

So I want to access the PS3 safe mode

1, I have ejected disc and turned it off via front panel button by holding it until switching off and turning red

2, Found these instructions from Sony

3, Followed those but when I connect the PS3 Controller, it will not sync, or connect, it just flashes all 4 of it's red LED's at me!!

4, I then have to turn off the console and upon a normal mode start I can sync the controller and use as normal, so I assume the controller is good!

5, using latest firmware, just checked as I type

5, I must be doing something wrong, but I don't know what Google searches are vague and I find it hard to get useful out of Google when the window next to the machine is more tempting than using reason and logic